NGHIEN CUU
M6t so giai phap hoan thien cong tac marketing tai Cong ty Co phan Trirong Phu
Nguyfe Thi Thanh D&i Khoa Kinh te va Ou&i ly, Ttuong Dai hoc DiSn 1IK
Trong bdi cinh kinh td dang trong q u i trinh hdi nhip khu vyc v i qud'c td thi muc dp v i pham vi eanh tranh eua doanh nghiep ngay eing ting. Doanh nghiep Yiel Nam dang diing trude rit nhidu co hdi vi thieh thiic Uong vide md rdng thi trudng lieu thy sin phim. Trong nghidn ctru niy tie gii de cap ddn trudng hpp cu thd Ii Cdng ty cd pbin Trudng Phu li mdt don vi sin xuit diy c i p didn phyc vy nganh didn. Tic gii cung dua ra mdt sd giii phip dd hoin thidn cdng tic marketing tai don vj.
I.Oatvande
Gin 10 n i m gia nhip WTO, sy ep xit Uong eanh tranh eua eie doanh nghiep Viet Nam vi cua ea ndn kinh td ngiy cing khde liet ban trong sin choi toin ciu, eie doanh nghidp dang dting tnrdc nhtrng co hdi vi thieh thuc cua qua trinh hdi nhip. Trong Unh hinh tbi trudng dang canh Uanh gay gat dd, mudn tdn tai vi phit trien, doanh nghiep phii ed cic chien luge sin xuit v i chidn luge kinh doanh hdt sue chit che, hieu qui vi Marketing thye su li cdng eu htru hieu trong vide gitip c i c doanh nghiep "dinh bdng" tdn tudi cung nhu thirong bieu cua minh.
Cdng ty cd phin Trudng Phu li 100% vdn gdp cua cie ed ddng, khdng ed vd'n eua n h i nude tham gia, boat ddng sin xuit, kinh doanh tai Cdng ty ed phin Trudng Phti cung cd nhtrng khd khan, thieh thuc nhit la Uong dieu kien thj tnrdng hidn nay vi xu hudng toan eau hoi kinh td khi dat nude ta gia nhip WTO vi tinh hinh lam phat khd khin chung toin ciu ttr diu nim 2008, die biet viec vay vdn eua Ngan hing cue ky khd khin. Ndi chung nhiing nhin bidt ve thi trudng cua dpi ngu nhin vien chua nhay ben, nhiing thay ddi cho phti hop vdi Unh hinh canh tranh cdn ehim chap, khi nang tbu thip va xu ly thdng tin cdn nhieu thidu sdt.
2. Thirc trang hoat dong Marketing cua Cong ty co phan'Trirorng Phu
Phin khue vi lya chpn thj trudng ciia Cdng ty Cdng ty cd phan Trudng Phu thanh lap nam 2005 vi xay dyng nhi miy mat gin mpt nim, den thing 10 n i m 2006 mdi di vio sin xuit. Sau mudi nim di vio boat ddng eho dd'n nay thi tnrdng ehinh eua Cdng ty vin la eic tinh phia Bie. Sin phim cua Cdng ty duoe phin phdi bdi eic dai Iy tai Ha ndi vi cic tinh d mien Bic.
Thj trudng xuit khiu: Hien nay Cdng ty dang chti trpng ddn thi tnrdng cic nude Uong khdi ASEAN.
Cdng ty d i chpn 2 dpan thi tnrdng myc Udu Ii thi trudng cie "khich hing ndi dja" vi thj trudng xuit khiu thudc "Cic nude trong khu vyc Ddng Nam A" vi 2 thi trudng niy l i 2 thj tnrdng hap d i n nhat ddi vdi doanh nghidp cd d i e didm nhu ciu phti hop voi myc tidu kinh doanh eiia edng ty.
Thi tnrdng khieh hing ciia edng ty cd pbin Tnrdng Phu bao gdm thi trudng trong nude vi thi trudng xuit khiu.
Bins 1. DoiBb UiB cut CtmR h- tnins nim 201 Tbtmrtrag
TronsniBSc Xuat khau
Nim 2016 ain) 11 527 I.IOJ
UfaSng) 1 131,9 54
Nim 2017 Sin lupng
13 435 3,642
Doanh (hu
1 391,5 ISO
-201R Nim 2018 Sdnhipng
16 537 6.690
Doanh Ihu
1.349,6 360 Ngu6n-Phdng kinh <li
Tai thi tnrdng xuit kbiu cdng ty ed mye Udu Idn ddi vdi thi trudng xuat khiu. Khie bang xuit kbiu ehti ydu ctia cdng ty la cie nude nhu: Malaysia, Philippines va c i c nude khie.
BisR 2. lOn ngfdi T . , ^ ,
Philipines Khie Yooz
mfrkbJH Nim 2016 Doanh Ihu
26 20 E 54 Nguon
Sinbifmg (dni 502 401 202 1.105 Phdng ^in
Ibto ffl) (TBtatt >im 2016 Nim 2017 Doanh Ihu
ttfdSng) 84 73 23 180 hdoanh CS
(l6nl 1,580 1.516 346 3.S42 ngty
2018 Nim 2018 Doanh Ihu
168 152 40 360
2 169
Chien luge Marketing — Mix eua Cdng ty Sin phim
Trudc ydu ciu cua Uii trudng ngiy cang eao, cdng ty da quan tim ddn ehit luang cua sin phim vi xay dimg chien luge sin phim de dap ting tdt nhu eiu khaeh hing va Uii tmdng. Cdng ty Um hieu ky vd
ngudi tidu dung v i nhin thtre cua hp ddi vdi s i n phim edng ty.
Vd cdng nghd sin xuit
Cdng ty khai thie tridt dd vi hidu q u i nhiing thidt bj sin ed, timg bude diu tu mdi nhiing diy chuydn miy mdc hidn dai, cdng nghd Udn tidn ciia chau Au.
Hien nay Cdng ty Trudng phti d i ed hiu hdt c i e diy chuydn sin xuit dat tnnh dd edng nghd tidn tien, hien dai ngang vdi cae nude phit tridn tir n i m 2008, d i u tu xiy dyng Id cd cdng suit 50.000 tin/nim v i da dua vio hoat ddng diu nim 2009, cho den nay Cdng ty eho ra ddi eie sin phim diy vi c i p didn ed Unh ning uu viet, theoTCVN5844-1994viTCVN2013-1994, phti hgp tieu chuin Chiu Au (CENELEC) hoae Nhit JIC.
Vd danh myc sin phim: Chung loai sin phim m i Cdng ty sin xuit da dang, cy thd s i n phim Cdng ty sin xuit ra l i diy ddng, diy didn dan dung, diy c i p dien.
V^ diy dong sin phim eua Cdng ty cd eac loai:
Dong mdm: tir 0,1- 1,0mm; I,0-8,0mm; - Ddng mem bdn xoin nhieu sgi vdi Idi diy bdn: 0,5-10mm2; va Cdng ty cdn sin xuit theo ydu ciu ciia khich hing.
Cie dich vy di kdm: Bdn canh nhting sin phim dap ting tit c i c i c nhu ciu ve s i n phim diy v i cap.
Cdng ty ed phin Tnrdng Phti cdn cung c i p mdt sd eie dich vy di kem.
Vd chit luong sin phim: Sin phim edng ty dat tidu ehuin qude gia vi qude td, quy trinh s i n xuit va kiem Ua tuin tbti cic tidu ehuin Viet Nam v i qude td thdng dyng nhu: lEC, ASTM, BS, AS, JIS; d i m b i o chit luong dat chuin ISO 9001:2008 eho mpi sin phim. Cip dien eua Cdng ty cd chit Iirgng tuong duong ngoai nhip bdi ngudn vit tu, nguydn lidu sach duge nhip vd tir nude ngoii vdi ham lugng tinh chit ddng dat 99,99% .
Gii
Trong ndn kinh td thj trudng, gii c i li do thi tmdng quydt dinh. Mdt mdc gii phu hgp l i mue gii m i tai dd ed thd bti d i p duge chi phi vi dem lai cho cdng ty mdt phin Igi nhuin, gia dd duac khich hang chip nhan.
Vi thd, tiiy thudc myc tidu Marketing ma doanh nghidp se dua ra nhtrng chien luge gii cao ban, thip hon hay ngang bing vdi thi trudng. Cbinh sieh dinh gii sin phim ctia Cdng ty dupe xay dyng dua tren e i c yeu td; chi phi sin xuit, gii eiia ddi thu canh tranh trdn thi trudng.
Chinh sich didu chinh gii
Cdng ty ed phin Trudng Phti khdng cd cbinh sich didu chinh gii ey thd. Hiu bet c i c dan hang edng ty ky kdt ddu qua hinh thiie diu thiu. Khi da tning thiu tbi cac bdn sd tidn binh ky ket hpp dong vi gii b i n sin phim theo gii trong hd so diu thiu. Tuy nhidn vdi nhtrng khich bing quen nhu eie cdng ty trye thude Tap doin didn lyc, hp la nhiing doanh nghiep liy sin
pham eua edng ty, kdt hgp vdi cie djch vu eua hp rdi b i n lai ebo khich hing thi edng ty thudng giam tir 2%
- 3% gii bin. Ngoai ra, vdi nhiing khich hing mua sin phim ddng thdi sir dyng dich vy lap dyng cua cdng ty eung se dugc giim ttr 1% -1.5% gii bin.
Hoat ddng phin phdi: Cdng ty d i xiy dyng kdnh phin phdi dam b i o cung trng cho ngirdi tidu diing mpt c i c b nhanh nhit vi hidu qui.
Xiie tidn b i n bang: Cic boat ddng xuc tien bin hing cua Cdng ty thd hidn thdng qua cac cdng cy nbu li quing eio, tham gia va td chiie eie sy kidn, khuydn khich tidu dting bing cic ehuong trinh khuydn mil nhim ho trg vi ting Igi ich eung nhu tao su hii Idng eho khieh hing khi su dung sin phim cua Cdng ty.
Cdng ty d i thye hidn nhidu loai hinh quing e i o sin phim trdn eic phuong tidn khac nhau nhy bing cata- log, eie bii b i o gidi thidu sin phim eua edng ty vi quing cao uen tmydn binh.
Hidu qui eda xuc tidn h6n hpp tdi hanh vi mua eua khieh hing
Theo dinh gii cua bd pbin kinh doanh, qua eic chuong trinh xuc tien hdn hap niy, sd khach hing biet, quan tim vi tin tudng eic sin phim ciia cdng ty nhidu hon the hidn d vide lupng khich hing lien hd vdi edng ty vi ydu ciu cdng ty giii b i o gii ting ten khoing 15% trong nim 2016 so vdi nim 2015, ket qui doanh thu cdng ty d i ting thdm khoing 8,8% trong nim 2016 so vdi 2015 tuy chua cd eon sd thdng kd ey thd bao nhieu li tu cic ehuang trinh xue tidn hdn hgp va bao nhieu la nhd su phuc hdi ctia ndn kinh td.
Vdi chuong trinh ban hing trye tidp, cdng ty da xiy dyng dugc dpi ngu bin hing chuyen nghiep. Ben canb dd, cdng ty cung d i dit ra eic mue thudng khie nhau dd ktiieh le tinh thin iam viee. Tuy nhien viec xiy dung muc thudng nay van cdn mpt sd bit cap nhu de dan ddn viec ty thda man sau khi nhin dupe miic thudng eao va tu cho phep minh nghi ngoi mdt thdi gian. Muc thudng dang dugc cao bing giua eic khu vyc cung nhu ddng deu giua cic thing trong n i m din den mdt sd ca nhin khdng mudn c6 ging vi cim Uiiy bit cdng ndn bidu qui lim viec khdng cao...
3. Mot SO giai phap nhpm hoan thien cong tac marketing tai Cong ty co phan Truong Phu
3.1. Hoan thien boat ddng nghidn ciiu marketing.
Cdng ty ehua xiy dyng ehuong trinh eung nhu quy trinh nghien eiiu marketing cy thd nao. Cdng vide vin lam trong nhieu nim qua la khi mdi dy i n kdt thtic, thdng qua email Phdng bin bing va thi tmdng se gul tdi khieh hang bing Uiam dd y kien dd khich hang ty dinh gii vd chat lugng va dieh vy cua du i n m i Trudng Phti d i cung cip. Tuy nhien theo Phdng bin hing vi thi tmdng thi so phin hdi m i Cdng ty nhan duge rit it ehi khoing 15% khieh hing cd phin hoi.
Do vay, cdng ty ein cd them nhidu cie boat ddng
NGHigN CUU nghien ethi marketing bd sung nhu: nghidn cthi vd ddi thu, vd thj trudng nha thep vi thep tien chd, nghidn eiiu vd nhu ciu khich hang, ve khich hing tidm ning, nghidn ciiu ve s i n phim, gii vi quing eio...nhim phue vy td't hon cho q u i trinh quin Iy vi djnh hudng phit trien eua cdng ty.
Bdn canh viec tang eudng c i c boat dpng market- ing, cdng ty eung can chu y vi diy manh cdng tie R&D. Hien nay cdng vide R&D eua edng ty cd 2 ngudi d i m trieh vi chua thye sy boat ddng dting nghia ciia R&D do lyc luang mdng va chua duae ehii trpng diu tu dung miie ve thdi gian v i kinh phi. Thuc chit cdng vide cua bd phin R&D hien tai chi la vi vi sua chiia nhtrng loi m i cdng ty dang gap phii trong qui trinh thidt kd, sin xuit. Vi viy m i cdng tic R&D ebua boat ddng dung vdi nhidm vu chinh la i p dyng nhiing kidn thuc vi edng nghe tidn Udn dd phit trien ra nbiing sin phim mdi uu vidt ban ve mat thiet ke, giup eho cdng viec thidt kd, sin xuit va lip dyng don gian ban, nhanh hon, s i n phim thim my hon vi d i e bidt l i gii thinh giim...
3.2 Hoin thien cdng tic phin chia cic phin doan thi trudng v i chpn thi tnrdng muc tieu.
Xie djnh rd san phim n i o phti hop vdi thj trudng nio. Cdng ty chua xic dinh sin phim nio sd phu hgp vdi thi trudng n i o de phit huy bet sue manh vi uu the Ctinh tranh cua sin phim ndn rit cin sy nghien cihi vi pbin tieh ty my nham tao ra thd manh eho sin phim cua cdng ty ddi vdi thj trudng myc tidu. Vide djnh vj sin phim la de khich hing nhin bidt, tao ndn sy khie bidt hay d i e trung cua sin phim.
3.3 Hoin thien viec hoach dinh chien luge mar- keting - mix
Viee xiy dyng vi thidt lip muc tieu pbii dugc phan ti'ch mdt cich ky ludng tren eo sd xem xet cic didu kien ey thd eiia cdng ty trong timg giai doan nhit djnh vi mong mudn dat duge thdng qua chidn luae kinh doanh. Mue Ueu marketing can phii duge cin cu vao cae didu kien vd tii chinh, kdt qui kinh doanh qua cie nim, thj tnrdng, khieh hing eua edng ty vi nhtrng ddi thu khie. Myc tidu khdng qua chung ehung ma ein d i p ung eac yeu cau nhu cd the dat dugc, ed the do ludng dugc, ed ban djnh thdi gian va cung c i p khuin khd eho thuc hidn chid'n lugng marketing cua cdng ty.
3.4. Hoan thien cdng tic td chirc marketing va kiem tra dinh gia marketing - mix
- Cdng tic td ehue marketing: Bd sung them nhan lyc marketing cd chuydn mdn. Khdng phu nhin nhiing kdt qui ma edng ty d i dat duge trong thdi gian gin diy, tuy nhidn edng tac td chirc marketing vi bd tri them ngudn lyc marketing vin cin hoin thien. Viee d i u tu vd mit tii chinh vi bd sung nhin lyc cd ehit lugng, dting ehuyen nganh la rit cin thidt trong bdi cinh thj trudng n h i thep vin rit khd khin va dang ebju sy eanh tranh rit khde lidt. Phdng bin hang va Uii
tnrdng ein phai chd dOng nghidn ciiu va ty tiiidt kd ra c i e chuong tiinh marketing phu hpp.
- Hoan thidn boat dpng kidm tia, dinh gii market- ing - ntix: Hoat ddng kidm Ua giim sit va dinh gii marketing - mbc chua thyc sy duge quan tam dung miie vi edng ty cin td chiic ban kidm Ua va dinh gii, thidt lip CO sd, ehi Udu vi quy trinh dinh gia rd ring cho tiing nude va timg khu vye cy the. Nen thinh lip ban kidm Ua ding gii li nhung ngucri dupe dao tao, cd kien thtre v i kinh nghidm tiong cdng tic kidm tia dinh gii. Cdng ty ciing cd thd thue ngoai djeh vu ki^m tra dinh gii niy neu ngudn lyc cdng ty cdn han chd ea vd mit sd lupng cOng nhu chuydn mdn.
3.5 Giii phip 6n dinh ngudn vat tir d i u vio.
Nham d i p irng nhu eiu ngay eing da dang tii phia khich hang, nguon cung vit tu diu vao chidp mdt vj tri rat qucin tiong Uong Unh vyc diy vi eip, die bidt ii Uong bdi cinb dang phii chju su canh Uanh ngiy eing gay git nhu hidn nay. Ngudn cung vat tu cho linh vyc niy khdng phii it nhung ngudn cung d i p ling duge eie yeu eiu vd mit ehat lugng v i gii thinh til phia khich hing thi khdng nhidu va khdng dn d|nh.
Ngudn eung eho eie sin phim thay the thi khdng phii khieh hing n i o cOng dd ding chip nhin. Ngudn cung vat tu hien tai eho sin phim diy va eip phin Idn dugc nhip khiu tu Tmng Qud'c, Hin Qud'c, Nhit Bin, Tbii Lan, Indonesia... cdn trong nude thi rit it kd c i ve mit sd lugng va ehiing loai, d i n dd'n moi khi mua vit tu cdng ty phii mit thdi gian lau hon dd nhip khau. Thdm vio do eic edng ty b i n vit tu thudng quy dinh sd lugng tdi thidu cho moi ehung loai trdn m6i dcm hang hoie khdng tim ra n h i eung cip chung loai vit tu dd. Didu niy giy khd khin cho edng ty khi ma cd mdt vii ehiing loai vit tu n i o dd theo ydu ciu cua khich hing nhung vdi sd lugng it va thip hem rit nhieu sd lugng tdi thidu quy dinh eho mdi lin dit hang, khidn cdng ty hoie phii buy hpp dong vdi khach hang hoie phai mua vit tu vdi sd lugng nhi^u hon rit nhidu so vdi sd vit tu cin thiet eho dy in, giy ling phi cho edng ty./.
Tai lieu tham khao
Philip KoUer (2008). Marketing can ban, NXB thdng ke. Hi Ndi.
Truong Dinh Chidn (2011). Quan Tn Kdnh Marketing - Nhi Xuit Bin Thd'ng Ke.
Dinh Thi Thuy Hing (2008), PR - L^- luin vi ling dyng, Nxb Lao ddng - Xi bdi.
Vu Him Tliu (2003), Giio tiinh Marketing Qude td, Nha xuit ban Giio Due, Ha Ndi.
